Impact of Service Quality on Customer Loyalty With Mediating Effect of Customer Satisfaction In Pakistan: Empirical Evidence From Clothing Industry of Pakistan

Abstract

This study investigates the impact of service quality on customer loyalty with mediating effect of customer satisfaction in clothing industry of Pakistan. This study has considered service quality as independent variable. Customer satisfaction is used as a mediator. Meanwhile, customer loyalty is used as the dependent variable. However, clothing industry of Pakistan is the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 350 respondents (customers associated with clothing industry of Pakistan) through convenience sampling technique. Responses recorded are analyzed through statistical tests (correlation, regression, and mediation analysis) by using SPSS Software. The results indicate that service quality and customer satisfaction impact customer loyalty in clothing industry of Pakistan. In addition, findings have proved that customer satisfaction impact customer loyalty in clothing industry of Pakistan. Mediation analysis has proved the significant mediating effect of customer satisfaction in relationship between service quality and customer loyalty in clothing industry of Pakistan. Based on the findings of this study, it is proved that there exists a significant relationship between service quality (independent variable), customer satisfaction (mediator), and customer loyalty (dependent variable) in clothing industry of Pakistan.